what happened in 2010-15 man. we were seized by some kind of faux frontiersman cult for urbanites. probably the worst cultural era in history: - stomp clap hey music. lumineers, mumford & sons, imagine dragons etc. awful. no redeeming qualities whatsoever - stipped down exposed brick burger halls with signs saying "eat" on reclaimed barnwood. dim edison bulbs. drinks served out of a mason jar - facial hair and flannel. bears and overdone mustaches popular with the soft urbanite types. lumberjack core - relatedly, "manly" trinkets for dudes. beard oil. shaving kits. axes and leather aprons. "modern gentleman" brands in subscription boxes. packaged masculinity for consoomers. closely linked to reddit culture - apothecarycore. every brand became a twee "Co." all using the same serif typeface - heritage liquor and accoutrements. whisky as a personality trait. elaborate glassware setups what the hell was this? why did everyone collectively lose their minds